Marketing and Finance. Creating Shareholder Value. Malcolm McDonald
Marketing and Finance. Creating Shareholder Value
Год выпуска: 0
Автор произведения: Malcolm McDonald
Жанр: Маркетинг, PR, реклама
Издательство: John Wiley & Sons Limited
isbn: 9781118748893
Краткое описание:
Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.